May 21, 2025 • 26 mins
In this episode of PPC Live, host Anu interviews Chris Nightingale, founder of Can-Do Digital Marketing, about a significant mistake early in his PPC career and how he turned it around. Chris shares the story of accidentally increasing bids by £50 instead of 50p, causing massive overspending for a client. He discusses his immediate panic response, how he addressed the situation professionally, and the surprising support he received from his manager.
Key takeaways discussed:
- Good management matters - Supportive leadership during crises can turn failures into learning experiences
- Ask for forgiveness, not permission - Testing and trying new approaches drives innovation, even with occasional failures
- Create safeguards - Use tools and automation to prevent common mistakes and implement double-checks for high-risk actions
- Start testing with smaller budgets - When possible, experiment with lower-budget accounts to minimize financial impact
- Use AI strategically - AI works best for backend tasks rather than customer-facing content like ad copy
- Failures aren't discussed enough - The industry focuses on successes while hiding the numerous failures behind them
- Turn mistakes into long-term wins - Chris built a stronger client relationship by demonstrating accountability and delivering exceptional results in subsequent months
00:00 Introduction to PPC Live The Podcast
01:39 Guest Introduction: Chris Nightingale
03:09 Rock Climbing and PPC: Drawing Parallels
04:24 The Big Mistake: A PPC Blunder
08:11 Turning It Around: Lessons Learned
13:58 Advice for PPC Professionals
18:02 Final Thoughts and Industry Insights
20:56 The Role of AI in PPC
24:47 Conclusion and Upcoming Events
Follow Chris on LinkedIn
Book a coaching call with Anu
PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.
The next PPC Live event is on June 26th in Leeds, UK
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:08):
Hello and welcome to PPC Live, the podcast formerly the PPC
Chat Roundup. My name is Anu, the founder of
PPC Live. And if you are used to hearing
advice from PPC experts about how to ensure that we are
keeping up with the ever changing landscape, don't worry,
you are still in the right place.
But instead of me relaying what the PPC experts are saying, I'm
(00:32):
going to be bringing the PPC experts to you.
Every week I'm going to be speaking to a different PPC
expert about the biggest ever, but not just that, but also how
they've turned it around. We're going to share what has
been disappointing, who has beensupportive and just how things
have materialised along the way,especially the biggest
(00:52):
learnings. This week I speak to Chris
Nightingale, founder of Can Do Digital Marketing, and he does
PPC and paid social under that company.
And yeah, he talks about a storyearly in his career at a time
when mistakes do happen. And he talks about how this
mistake happened, his immediate response to it, which is late at
(01:15):
night. Harry recovered from the
situation, who was supportive, who was surprising in their
reactions and the lessons that he had about failures.
The conversation also touches about advice on other areas of
others similar in this situationand the importance of good
management especially and some thoughts about using AI in PPC
(01:36):
marketing. So I hope you enjoy this
episode. Today I'm delighted to welcome
Chris Nightingale to PPC Live, the podcast.
Chris is the Founder and Director of Can Do Digital
Marketing Limited, AUK based agency specialising in
performance marketing services such as PPC and paid social
(01:58):
media. With over a decade of
experience, Chris has worked with notable brands like ao.com
and Matalan, focusing on delivering commercially driven,
profit focused digital strategies.
His approach emphasises integrating AI tools to enhance
campaign efficiency and performance.
Chris is also active in the digital marketing community,
(02:21):
always giving fantastic insightson LinkedIn.
I personally must say I've quoted him a few times in the
PPC Live newsletter, so you might recognise his name from
there, But he's always sharing insights as well through
webinars and podcasts. And for instance, he discussed
strategies for managing branded search campaigns in a 2024 Lunar
webinar. And additionally, he appeared on
(02:43):
the Marketing Showcase podcast where he talked about
transitioning from working at a billion dollar company to
running his own agency. Now, outside of digital
marketing, he does have a fairlyinteresting life.
He's a black belt in Taekwondo and loves rock climbing.
So without further ado, welcome to the show, Chris.
(03:05):
Brilliant. Hello, nice to see you and
thanks for having me on. Pleasure to be here.
Amazing. So about the rock climbing, I
said I'd do this, so you should be prepared.
We were saying how we were talking about it and saying
about how it's like PPC. Tell us more about that.
How is rock climbing similar to PPC?
Yeah, I remember I've been rock climbing for a number of years
now and I it's such a mental problem that you solve in a very
(03:26):
physical way. And I just thought one day this
is exactly how PPC is. You've got a wall, you've got
loads of different boulders thatyou could potentially go up, but
there is a finite set way of which to best do it and a number
of boulders of which you need toput your foot on.
And then you need to put your hand there, then do this, then
that to reach the top. And if you do it wrong, then
you're just going to fall completely all the way down and
(03:46):
you're going to have to start from scratch again.
So for me, it's very much that PPC mindset of I need to build
the campaign structure, then I need to talk to creative, I need
to talk to all these people, do all these things, but once I've
got them all together in the right order, I'll get the
problem solved. So that's how I've always
thought the two are connected. I pretty much agree with you on
that one. So as our listeners are used to
(04:07):
now, we don't waste too much of our time with too much chit chat
at the beginning. We know what this podcast is
about. We want to hear about the
mistake that they came up with, an F up that you experience and
how you turn that around, what the price is about.
So you know what the story was. Yeah, let's get to it.
Chris, what is the F up that youwant to share with us today?
(04:27):
Yeah, it's a big F up and it pains me to speak about it to
this day, but the F up in this case was caveat, it was nine
years ago. So pretty much a year, maybe 2
years into my PPC journey was APPC exec, kind of a well known
agency and an agency life for meback in the day was managing
lots of accounts, very new to everything, working all the
hours of the day because I was very passionate.
(04:49):
So I'm passionate about PPC, butit's very time intensive in
certain companies. And this particular client was a
sort of a second hand car marketclient.
There's multiple different cars you can imagine different car
types, different car models, engines, everything like that,
colours. There's a big keyword database
set to manage. And I was working all hours of
the day and we were spending notthat much in the day.
(05:11):
So in the evening of of the day,I sat down and managed to get
home, got home about 6:00. I thought, you know what, let's
just check in on performance. Let's see what needs to be done.
Let's really get the most that Ican for this client here.
And we were placing a little bitbehind.
So what I decided to do was up bids by 50P.
What I instead did, and the way that SA 360 and Google kind of
worked by then it was really easy to change bids by
(05:33):
percentage or pounds instead of percentages.
But what I ended up doing in that scenario was I can't
believe this has been recorded, but hey changed bids by 50 lbs
instead of 50 pence. So as you can imagine, pretty
big difference between a 1 LB bid going to £1.50 and a 1 LB
bid going to 50 lbs. And those were the days where
PPC was still very automated, not too many bid strategies in
(05:56):
play here, very manual. And Google swallowed that
investment that we gave it. Luckily, I guess you could say I
was very proactive within this journey.
And I checked again at 8:00 PM because of just, I was checking
in for this client to see if we had made it up for the day and
we had more than made it up for the day.
We had spent a lot of money. In fact, when I had to pause the
(06:16):
campaigns at 8:00 PM because we'd spent so much money, Google
was still catching up with itself and checking it at 9 PM,
10:00 PM, that cost was still going up significantly.
Yeah. So you can imagine the the
panickedness that I had to that I was just panicking very
junior, maybe a year or two in your full PPC exec and not sure
(06:36):
of the consequences. What's going to happen here?
We have to speak to was on the phone to people who probably
wanted just to be enjoying theirevenings, but PPC never sleeps.
I said, I guess I'll pause there.
That was the mistake, a very bigmistake.
Wow, Yeah, you gave us lots of useful information then.
And I think something that is very useful to understand about
that mistake is that you're a junior and you will make more
(06:59):
mistakes when you're a junior. And hopefully and I'm sure you
can say that now there's there'sa lot less that you make, the
volume is a lot less. And that is just the nature of
the game. And I think some people get
nervous starting a career and they're like, Oh my God, I made
a mistake. I'm the worst person in the
world. You're like, no, you're just one
year in. You're supposed.
(07:19):
I'd actually argue that you're supposed to make the mistakes
now rather than later, even to. Do this kind of, I would agree.
I think the only way that you'regoing to learn, particularly in
PPC, is by making mistakes. And if there is someone out
there who's never made a mistakeor says they've always done a
test that's been perfect, I would challenge they've not done
enough tests or they've not donethe right tests.
Because the only way that you learn is by doing things that go
(07:41):
wrong and then learning what to do in place of that.
There's so many new queries thatare being input into Google
every day, particularly when youlook at different kind of
platforms and how big the query lengths can be, how people are
reacting to different types of media and images and video, the
stuff that's changing all the time.
And we're not going to know whatpeople want unless we test it
and actually understand what they want.
I'm a big advocate of failure, but obviously within its
(08:02):
parameters, I think that tests failing isn't a bad thing.
It's a test that's been learned from, and I think that's almost
better than not learning at all.Absolutely agree.
So now going back to that problem to yourself nine years
ago, and yeah, you've seen this issue, the spend has gone up and
oh, you're panicking a bit. How did you turn it around?
(08:24):
So the immediate thing was obviously pausing the account,
phoning my director, and then past that point, there's not
much you can do at eight, 9:00 at night other than do that and
sit tight for the night. And as you can imagine, not the
best night sleep I've ever had. But in terms of that, it's about
being proactive. For me, it was about saying
this. I'm owning myself straight up to
the client first to hold your hands up.
It's always, and I've known people who've done this before,
(08:45):
you never want to slip these things under the blanket and try
and run along with it. And you're always going to be
upfront. Show them what the issue was,
show them the steps in place that you're going to do to
rectify that problem and how you're going to do that.
The other thing that we tried todo as well was go forward to
these advertising platforms likeGoogle, like Bing to say,
listen, this was a genuine mistake.
You can see that the click traffic was about the same, but
the actual cost per click was just significantly higher than
(09:07):
expected. And sometimes Google or Bing
will give you refunds for that if, you know, it wasn't
necessarily malicious, which is,which was always good.
And then for the months afterwards, we actually built up
a really good relationship with the client because they could
see we genuinely cared about their brand and their reputation
and their accounts and getting the maximum amount of money for
them as humanly possible. And actually, the months
afterwards, we got some of the best results in the account
(09:27):
we've ever had. And that was just a case.
It was, it was just caring and saying we did waste a chunk of
money, but actually we've made it up and then some in the
months ahead. So that was, yeah, I guess
that's how we turned it around. Was there anything that
surprised you about the situation?
Reaction from the client for example?
How did that go? Yeah, the reaction from the
(09:48):
client in this case wasn't great.
They didn't want a big chunk of money back in return.
The biggest surprise for me, though, was the reaction from a
manager at the time. They were actually super
supportive and a lot more supportive than when I thought I
was going to pick up the phone and I was going to get an
absolute hounding. But actually they were very
calm, very supportive, talked usthrough the next steps, what we
should do, what my thoughts were.
(10:09):
And there was actually a little bit of it was eight, 9:00 at
night here, but a bit of coaching involved.
They're asking what I would do, what I think we should do, and
then told the steps in place that we should do that next.
And yeah, that was the thing that surprised me because I
thought I was really going to get the opposite.
I think a lot of people think that, and if they've effed up or
they failed or they've done a test that hasn't been quite
right, that they're just going to get nothing but shouting or
(10:29):
abuse. But actually they're really
supportive. And I think that's a great
quality of a manager actually, is to work with people in a very
calm, measured way as we're all working towards a common goal.
Everyone wants the client to succeed.
Everyone wants their business tomake more money.
No one's here to necessarily maliciously deviate that.
Yeah, that surprised me. That's the kind of a surprise
you want at with issues like that.
(10:50):
It's I've said it so many times,you hear it so many times.
People leave roles not because of necessarily the situation or
even salary is because of a goodmanager or a bad manager or how
how good the managers was. That's the thing remember that
quote is that you'll never remember what people said, but
you remember how you made them, how they made you feel.
And for me, that that's so important when you're a manager
(11:12):
as well, particularly if you're taking your first steps into
management and people don't necessarily know how to people
manage. It's just building that
relationship like you would a friend, building blocks in terms
of working together, working towards the same goal, being
patient, allowing employees to make mistakes and giving them
the effectively the keys to an account and trying things for
themselves because like I said, that's the only way they're
going to learn. But being a good manager, I
cannot emphasise that enough. I've had plenty of not great
(11:35):
managers and I always strive to be a good manager.
And that's really good. Now looking back as well back to
that issue, what would you say are signs that you missed?
If you if there was something that you'd paid attention more
to that would have helped to avoid this issue, what can you
give for listeners to avoid? Yeah.
(11:56):
So I, I think I was thinking about this and the only real
difference maybe is that there was some seasonality adjustments
or time of day bidding adjustments in this case that
were perhaps probably off that meant we weren't spending
through the day as much as we should have done.
And I know kind of these days wedon't perhaps rely on as much a
time of day bidding seasonality about too much things because
it's all a lot of it's very automated.
But in this case, there were certain nuances behind the
(12:18):
scenes and very much in the settings of a campaign that
probably should have had greaterkind of attention.
And what I would say, I guess isa solution to maybe thinking
about that in today's age is that I use a lot of tools now
that can help me spot 4 O fours,misspellings, ads that are
perhaps redirecting, loads of things like that.
There's tools out there. There's loads of great tools
(12:38):
that can scripts and paid for tools that can just help you
pick up on things without havingto.
Because I remember I've done this in Black Friday for a
client once as I clicked on every ad in every ad group in
every campaign just to make surethat the URLs are working.
And that was a great waste of anhour, but it was necessary to
make sure that we weren't wasting those clicks, right?
There's so many more tools, and I'm a big advocate of AI.
There's so many tools that allowus as PPC is to do that job
(13:01):
better and not miss the absolutefundamentals that crack an
account. So, yeah, I think if that that
really goes into one of the questions I had there, which is
like what is the process of mindset that you have now?
And the process is use the toolsthat you have available to you
to ensure that you're putting those cheques in place and those
cheques are being done well, correct?
(13:23):
Yeah, exactly that. Yeah, I guess the way I'd
probably say it's like hoping for the best but planning for
the worst, putting the cheques in place that just in case it
goes wrong, particularly around Black Friday, a sales period,
summer holidays, things are going to be changing like
rapidly. So to have that plan in place,
whether it's a campaign bill, that it's a new promo thing and
always have either automation ormaybe an assistant or someone
(13:44):
else to spot check you or just double check that work.
Because when you're spending 10sor hundreds of thousands of
pounds of clients money in this space, performance marketing,
right? It has to perform, it has to
make, it has to go to the website and it has to convert.
Yeah, it's always good to get a second opinion.
Absolutely. What advice would you give
someone that's going through this process right now?
Maybe they've not quite come to the other side of you guys have
(14:05):
found the solution and you and aclient that is finally
understanding they've just in a few hours of just making the
mistake. What's your advice to them?
Though I would say don't panic except that these things happen,
but follow up things as you would like.
A good humans example of this isao.com, one of our morals, and
I'm probably messing up the words a little bit here, but the
(14:28):
kind of the principle was do stuff that would make your grand
proud. Or if you were to talk to your
mom, at the end of the day, would the decisions that you've
made make her proud? And would she say those are the
right decisions? And if the answer's yes, then
you've made the right decision, even if it cost the business
money or even if it did this or that.
So always just go about your wayand things that you would think,
yeah, I'd be happy that was the right decision, even if it might
(14:49):
cost the business money, let's say.
I'd always say as well, ask for forgiveness and not permission.
So I always think that you should be going and trying new
things and not being accepted that you're going to just be
pigeonholed into a very nuanced thing.
So I'd always go out there and just try and be the best person
you can effectively and try new things just and just accept that
failure might be happening. It might be part of that.
And that's absolutely fine because many other people have.
(15:11):
Everyone, I would would have would argue has failed at some
point. Yeah, absolutely.
I and I love that for there's another very my favourite quote
of mine in terms of ask for forgiveness.
It's better to ask for forgiveness than for permission
because that's where that's all,where all the entrepreneurial
spirits come from. And companies want that.
People want someone who is willing to like test something
(15:34):
and try something that is different.
That could be really great. And the whole asking for
forgiveness is that a mistake could happen.
And, and I think companies, while they're willing to grow,
they're willing to be seen as innovative.
And if they're really pushing the bar for their clients are
the people who have employees that are willing to test things
without necessarily asking for permission first, because they
(15:56):
are really, they're just going out, they're having ideas, they
have things that they want to try and they try it out.
Yeah, absolutely. And that they've got their very
solution mindset focused. And I think that's the other
thing as well is that when you come to a potential F up, when
you come to your manager might not just want to see what's
happened, but actually what youropinion are, what your opinions
are in terms of the solutions. So I'd always say, rather than
(16:18):
just going to your manager with problems, come to them with at
least what you think is a solution and run it by them,
because again, that can go well in your favour.
Absolutely. And then you've been talking to
them about what you were trying to do, what you were trying to
actually achieve because of yourself.
This is what we wanted to do that I felt that I've seen this
other brand do it that's very similar to yours.
They had success with it. So I was trying to replicate
(16:40):
that success for you. And if you start the story that
way, they might be like bracing themselves for where it went
wrong. But it starts of right.
That is how you start the story.If you just go in with us.
Someone said this, so I did it, you know, without any good logic
with why you were trying to do it.
That's where it goes wrong. I think you've, you've, you've
(17:02):
given our listeners amazing tips, amazing takeaways.
Well, if people have been reallybusy with and multitasking while
listening beforehand, but at this point you want to give them
with one takeaway about this issue that you had and how you
went through it. What's one thing that you want
to people leave people with? Yeah, probably can't put it much
better than that, asking for forgiveness, not permission.
But if I was to elaborate that and it, it'd just be just just
(17:25):
do it, just try it, just go ahead and make it happen even if
you think it's wrong. It's not like we were saying it
has to be in the good intentions.
The reason I was doing it was because we'd not spent the daily
budget that was perhaps allocated to it and we wanted to
make sure we were maximising theclients traffic, maximising
their return on investment and it was all with good intent,
right. So if I was to apply that to
maybe other failures, it's just about making sure that whatever
(17:47):
that test is, that you're tryingto do it with the mindset of
maximising your own business revenue or your client's
business revenue, having a framework or something in place
that means, yes, I'm going to dothis and trying to make it
happen. Amazing.
That's a great take away if I ever heard one.
So yeah, let's as we're coming nearer to the end of this
fantastic episode, let's let's talk about our industry as a
(18:09):
whole. Do you think we talk our
failures in our industry? I don't.
And especially when you look at LinkedIn these days in the PPC
world, it's all about amazing tests.
It's case studies, it's ROAS going up, it's this, that and
the other. And what perhaps people don't
show is behind the scenes. There's ten other tests that
were of complete flop, but actually over the scale of 12
(18:29):
months, things are looking great, which obviously makes
sense. So no, people definitely don't
talk about it enough, but it definitely happens.
It's like the sort of the Instagram models of the world
where you see this perfect life behind the scenes.
There's arguments, there's loadsof other sort of messier stuff
that's in play that makes up a good overall account.
So failures, yeah, are definitely happening.
We just don't see enough of them.
(18:49):
And I think people don't talk about it enough either because
it's it's liberating in a way, talking about failure because
you help other people learn as well what challenges and that
you've come across what mistakesthey should not make.
And particularly for people coming into the PPC industry,
there are so many things that you could trip up over so
easily. One of the first things I've
tripped over, which I know so many people do to this day is
(19:10):
the location settings on Google where it's presence or
interesting. And if you haven't got it into
presence only then you could potentially be showing anywhere
in the world for that reason. So it's just little tricks like
that. I think people need to be aware
of them. People need to be sharing their
failures and more people will doa better job then.
Amazing. And another question that I some
of my other guests have gone, I know what are you asking here?
(19:33):
We'll give it a shot. Is there a Safeway to fail in
digital marketing cannot have touched on it.
Is it always risky or but or is there like a Safeway to do it?
Though it is risky because you're playing with real money,
whether that's a client's money or your business's money.
If I was to say, is there a Safeway, I'd probably be
thinking about how I might applythat maybe to if I set up my own
(19:57):
business and I just wanted to test a few pounds myself, Maybe
I could test that in my own, my own Google Ads account rather
than an ads account that's spending 200 grand a month.
So maybe think about a passion project or a mate's website or a
local charity or just someone that you know that you feel that
you get really good results for them, but maybe they're spending
not as much money and you just want to test a few things.
That's probably the safest way to fail, because wasting 100 lbs
(20:18):
is always. Less risky than wasting 100,000
lbs. So I'd always do it that way.
Naturally, the bigger the account, the faster you're going
to get results. But particularly if you're in
your early days and you're just looking to fail in a safe
environment, I would say try it.Try it on a kind of a smaller
account and always just get people to spot you or spot other
people. It's very much like
(20:38):
weightlifting. You've always got a the big
heavy task. It's always good to have someone
looking over to you. Make sure you're doing that
right. Amazing, that sounds great.
And one one question that as well that I didn't give you to
prep for. I hope that works out in both
our favours, but will definitelywork in the listeners favours.
AII feel like we always need to.We are not done with talking
(21:01):
about AI. And what I really love about the
fact that I'm going to be speaking to so many different
people on this podcast is now we're going to get so many
different views of it about it. And since we are talking about
vibes and mistakes, I imagine work working with clients with
can do and even possibly even like on air, you've seen some
(21:22):
that is not how you use AI guys.And what are you doing can like
what would you say is the biggest effort that you see when
like you've witnessed or maybe even you've experienced of
implementing AI? For me, it's about all the stuff
that is very customer facing that AI seems to be a do a great
job, but when you look at it, put something to check TPT or
(21:43):
spit it out. But actually when it's very
customer facing, it's very obvious that it's been written
by a robot. So I can tell pretty instantly
and I think a lot of people willas well.
If you could tell ad copy on Google ads being anything that's
been done by ChatGPT, you look at the dashes, for example, the
capitalisation, the way it says things is very kind of robot
(22:04):
esque. And I think the real opportunity
APC ads and advertising in general is to have a brand tone
of voice. I'm a huge fan of AI, but I
don't necessarily think it's great for just ad copy and
things that are customer focused.
You need to say those things in the way that you would coming
out of your mouth or your brand's mouth.
Where AI really has that superpower is the back end
(22:24):
stuff. So creating those bridges
audience research and definitelyinforming creative and copy, but
not necessarily just copying andpasting from ChatGPT or
complexity into Google Ads. That's definitely not the way to
go. And I've seen so many people do
that because they think it can save loads of time.
Actually in the long term it'll probably damage their brand,
it'll lower their CTRS and you can you'll be able to spot it a
(22:46):
mile off as well. Yeah.
So, yeah, the whole client facing stuff, the things that
your customers, the things like your customers are going to see,
Yeah, that's what you shouldn't be using AI for.
And I totally agree with that. You know what I've said in in
previous episodes is the fact that AI should be like your
junior PA. The source should be you.
The source shouldn't just be like random Internet and then
(23:06):
just, yeah, give me something that you think from the Internet
I should use on my website that never, I personally think that
never works. Chris, this has been such a
great chat. Thank you so much for being on
the podcast today. But before you leave us, I've
got a nice fun question for you.There's not quite PPC or AI
focus. If your PPC career were a movie,
(23:30):
what would the title be? Yeah, so this is a really good
question. And I think for me, it's always
for a lot of my clients now they're not spending millions
and millions a month on on ads and and for me, it's always that
David and guide situation a little bit.
So for me, if it's a career, PBC, if it was a movie about my
career right now, I'd probably say it's called like Outsmart,
(23:52):
not Outspend, because it's all about how to outsmart the
competition and not just spend more money than AI.
As you can imagine now is putting everyone in that kind of
level, evil level playing field,so to speak.
So there's got to be other ways around strategy and audience,
like loads of other things outside of just spending that
you can actually get that step ahead.
So that's all. What I'm focused on now is to
(24:12):
help my clients really beat the big boys without just trying to
spend more money than them. So yeah, outsmart.
Don't outspend, not outspend. Fantastic.
I love it. Thank you so much for that,
Chris. As I said earlier on, you're
very much active on the community, so where can you know
people want to learn more about paid search or maybe even want
to employ your services? Where will they be able to find
(24:34):
you? Yeah, yeah.
Thanks for having me. And the best place to probably
just to be search for Chris Nightingale or LinkedIn.
I'm sure we'll come up then and feel free to connect and would
love to share my content. Amazing.
Thank you so much for that, Chris.
Thanks for having me, Anna. Thank you so much, Chris, for
sharing that very honest story about Early in your career.
And yeah, remember, mistakes happen.
(24:55):
If you have someone who has never made a mistake, you're
probably not testing enough and you're probably not pushing the
boundaries hard enough. So don't be scared to try
something new. Don't be scared with all the new
updates that are coming out. You don't have to test
everything. Don't be panicked about testing
everything. But yeah, go out and make sure
that you're making your job interesting by testing new
(25:16):
things and that you are surrounded by good managers who
will lift you up and really helpyou out during those situations.
So, yeah, For more information, more about all that we've talked
about and the full transcript ofthis episode, please go to
podcast dot PPC dot live. Of course.
Now going on to a little bit of an update about PPC Live as a
(25:38):
whole. Our next event is June 26th and
that's happening in Leeds, UK for those who are of that way.
So yeah, I would love to have you there.
Tickets are live on PPC dot live.
Just go and check that out. We're still on early bird ticket
sales right now, so please do check that out for anyone who's
up there. We'd love to have you.
(25:58):
Before I leave, I'm delighted tosay that I'm allowing time by
time to be booked for some coaching calls with people.
So just go to themarketingannual.com.
Give me as much information as needed before the calls.
I'm well prepared to help you tohelp reignite your passion for
doing Aid Search. I hope you have enjoyed the show
(26:19):
and I look forward to bringing more CF us from our C experts
next week. Bye now.
Hello and welcome to PPC Live, the podcast formerly the PPC
Chat Roundup. My name is Anu, the founder of
PPC Live. And if you are used to hearing
advice from PPC experts about how to ensure that we are
keeping up with the ever changing landscape, don't worry,
you are still in the right place.
But instead of me relaying what the PPC experts are saying, I'm
(00:32):
going to be bringing the PPC experts to you.
Every week I'm going to be speaking to a different PPC
expert about the biggest ever, but not just that, but also how
they've turned it around. We're going to share what has
been disappointing, who has beensupportive and just how things
have materialised along the way,especially the biggest
(00:52):
learnings. This week I speak to Chris
Nightingale, founder of Can Do Digital Marketing, and he does
PPC and paid social under that company.
And yeah, he talks about a storyearly in his career at a time
when mistakes do happen. And he talks about how this
mistake happened, his immediate response to it, which is late at
(01:15):
night. Harry recovered from the
situation, who was supportive, who was surprising in their
reactions and the lessons that he had about failures.
The conversation also touches about advice on other areas of
others similar in this situationand the importance of good
management especially and some thoughts about using AI in PPC
(01:36):
marketing. So I hope you enjoy this
episode. Today I'm delighted to welcome
Chris Nightingale to PPC Live, the podcast.
Chris is the Founder and Director of Can Do Digital
Marketing Limited, AUK based agency specialising in
performance marketing services such as PPC and paid social
(01:58):
media. With over a decade of
experience, Chris has worked with notable brands like ao.com
and Matalan, focusing on delivering commercially driven,
profit focused digital strategies.
His approach emphasises integrating AI tools to enhance
campaign efficiency and performance.
Chris is also active in the digital marketing community,
(02:21):
always giving fantastic insightson LinkedIn.
I personally must say I've quoted him a few times in the
PPC Live newsletter, so you might recognise his name from
there, But he's always sharing insights as well through
webinars and podcasts. And for instance, he discussed
strategies for managing branded search campaigns in a 2024 Lunar
webinar. And additionally, he appeared on
(02:43):
the Marketing Showcase podcast where he talked about
transitioning from working at a billion dollar company to
running his own agency. Now, outside of digital
marketing, he does have a fairlyinteresting life.
He's a black belt in Taekwondo and loves rock climbing.
So without further ado, welcome to the show, Chris.
(03:05):
Brilliant. Hello, nice to see you and
thanks for having me on. Pleasure to be here.
Amazing. So about the rock climbing, I
said I'd do this, so you should be prepared.
We were saying how we were talking about it and saying
about how it's like PPC. Tell us more about that.
How is rock climbing similar to PPC?
Yeah, I remember I've been rock climbing for a number of years
now and I it's such a mental problem that you solve in a very
(03:26):
physical way. And I just thought one day this
is exactly how PPC is. You've got a wall, you've got
loads of different boulders thatyou could potentially go up, but
there is a finite set way of which to best do it and a number
of boulders of which you need toput your foot on.
And then you need to put your hand there, then do this, then
that to reach the top. And if you do it wrong, then
you're just going to fall completely all the way down and
(03:46):
you're going to have to start from scratch again.
So for me, it's very much that PPC mindset of I need to build
the campaign structure, then I need to talk to creative, I need
to talk to all these people, do all these things, but once I've
got them all together in the right order, I'll get the
problem solved. So that's how I've always
thought the two are connected. I pretty much agree with you on
that one. So as our listeners are used to
(04:07):
now, we don't waste too much of our time with too much chit chat
at the beginning. We know what this podcast is
about. We want to hear about the
mistake that they came up with, an F up that you experience and
how you turn that around, what the price is about.
So you know what the story was. Yeah, let's get to it.
Chris, what is the F up that youwant to share with us today?
(04:27):
Yeah, it's a big F up and it pains me to speak about it to
this day, but the F up in this case was caveat, it was nine
years ago. So pretty much a year, maybe 2
years into my PPC journey was APPC exec, kind of a well known
agency and an agency life for meback in the day was managing
lots of accounts, very new to everything, working all the
hours of the day because I was very passionate.
(04:49):
So I'm passionate about PPC, butit's very time intensive in
certain companies. And this particular client was a
sort of a second hand car marketclient.
There's multiple different cars you can imagine different car
types, different car models, engines, everything like that,
colours. There's a big keyword database
set to manage. And I was working all hours of
the day and we were spending notthat much in the day.
(05:11):
So in the evening of of the day,I sat down and managed to get
home, got home about 6:00. I thought, you know what, let's
just check in on performance. Let's see what needs to be done.
Let's really get the most that Ican for this client here.
And we were placing a little bitbehind.
So what I decided to do was up bids by 50P.
What I instead did, and the way that SA 360 and Google kind of
worked by then it was really easy to change bids by
(05:33):
percentage or pounds instead of percentages.
But what I ended up doing in that scenario was I can't
believe this has been recorded, but hey changed bids by 50 lbs
instead of 50 pence. So as you can imagine, pretty
big difference between a 1 LB bid going to £1.50 and a 1 LB
bid going to 50 lbs. And those were the days where
PPC was still very automated, not too many bid strategies in
(05:56):
play here, very manual. And Google swallowed that
investment that we gave it. Luckily, I guess you could say I
was very proactive within this journey.
And I checked again at 8:00 PM because of just, I was checking
in for this client to see if we had made it up for the day and
we had more than made it up for the day.
We had spent a lot of money. In fact, when I had to pause the
(06:16):
campaigns at 8:00 PM because we'd spent so much money, Google
was still catching up with itself and checking it at 9 PM,
10:00 PM, that cost was still going up significantly.
Yeah. So you can imagine the the
panickedness that I had to that I was just panicking very
junior, maybe a year or two in your full PPC exec and not sure
(06:36):
of the consequences. What's going to happen here?
We have to speak to was on the phone to people who probably
wanted just to be enjoying theirevenings, but PPC never sleeps.
I said, I guess I'll pause there.
That was the mistake, a very bigmistake.
Wow, Yeah, you gave us lots of useful information then.
And I think something that is very useful to understand about
that mistake is that you're a junior and you will make more
(06:59):
mistakes when you're a junior. And hopefully and I'm sure you
can say that now there's there'sa lot less that you make, the
volume is a lot less. And that is just the nature of
the game. And I think some people get
nervous starting a career and they're like, Oh my God, I made
a mistake. I'm the worst person in the
world. You're like, no, you're just one
year in. You're supposed.
(07:19):
I'd actually argue that you're supposed to make the mistakes
now rather than later, even to. Do this kind of, I would agree.
I think the only way that you'regoing to learn, particularly in
PPC, is by making mistakes. And if there is someone out
there who's never made a mistakeor says they've always done a
test that's been perfect, I would challenge they've not done
enough tests or they've not donethe right tests.
Because the only way that you learn is by doing things that go
(07:41):
wrong and then learning what to do in place of that.
There's so many new queries thatare being input into Google
every day, particularly when youlook at different kind of
platforms and how big the query lengths can be, how people are
reacting to different types of media and images and video, the
stuff that's changing all the time.
And we're not going to know whatpeople want unless we test it
and actually understand what they want.
I'm a big advocate of failure, but obviously within its
(08:02):
parameters, I think that tests failing isn't a bad thing.
It's a test that's been learned from, and I think that's almost
better than not learning at all.Absolutely agree.
So now going back to that problem to yourself nine years
ago, and yeah, you've seen this issue, the spend has gone up and
oh, you're panicking a bit. How did you turn it around?
(08:24):
So the immediate thing was obviously pausing the account,
phoning my director, and then past that point, there's not
much you can do at eight, 9:00 at night other than do that and
sit tight for the night. And as you can imagine, not the
best night sleep I've ever had. But in terms of that, it's about
being proactive. For me, it was about saying
this. I'm owning myself straight up to
the client first to hold your hands up.
It's always, and I've known people who've done this before,
(08:45):
you never want to slip these things under the blanket and try
and run along with it. And you're always going to be
upfront. Show them what the issue was,
show them the steps in place that you're going to do to
rectify that problem and how you're going to do that.
The other thing that we tried todo as well was go forward to
these advertising platforms likeGoogle, like Bing to say,
listen, this was a genuine mistake.
You can see that the click traffic was about the same, but
the actual cost per click was just significantly higher than
(09:07):
expected. And sometimes Google or Bing
will give you refunds for that if, you know, it wasn't
necessarily malicious, which is,which was always good.
And then for the months afterwards, we actually built up
a really good relationship with the client because they could
see we genuinely cared about their brand and their reputation
and their accounts and getting the maximum amount of money for
them as humanly possible. And actually, the months
afterwards, we got some of the best results in the account
(09:27):
we've ever had. And that was just a case.
It was, it was just caring and saying we did waste a chunk of
money, but actually we've made it up and then some in the
months ahead. So that was, yeah, I guess
that's how we turned it around. Was there anything that
surprised you about the situation?
Reaction from the client for example?
How did that go? Yeah, the reaction from the
(09:48):
client in this case wasn't great.
They didn't want a big chunk of money back in return.
The biggest surprise for me, though, was the reaction from a
manager at the time. They were actually super
supportive and a lot more supportive than when I thought I
was going to pick up the phone and I was going to get an
absolute hounding. But actually they were very
calm, very supportive, talked usthrough the next steps, what we
should do, what my thoughts were.
(10:09):
And there was actually a little bit of it was eight, 9:00 at
night here, but a bit of coaching involved.
They're asking what I would do, what I think we should do, and
then told the steps in place that we should do that next.
And yeah, that was the thing that surprised me because I
thought I was really going to get the opposite.
I think a lot of people think that, and if they've effed up or
they failed or they've done a test that hasn't been quite
right, that they're just going to get nothing but shouting or
(10:29):
abuse. But actually they're really
supportive. And I think that's a great
quality of a manager actually, is to work with people in a very
calm, measured way as we're all working towards a common goal.
Everyone wants the client to succeed.
Everyone wants their business tomake more money.
No one's here to necessarily maliciously deviate that.
Yeah, that surprised me. That's the kind of a surprise
you want at with issues like that.
(10:50):
It's I've said it so many times,you hear it so many times.
People leave roles not because of necessarily the situation or
even salary is because of a goodmanager or a bad manager or how
how good the managers was. That's the thing remember that
quote is that you'll never remember what people said, but
you remember how you made them, how they made you feel.
And for me, that that's so important when you're a manager
(11:12):
as well, particularly if you're taking your first steps into
management and people don't necessarily know how to people
manage. It's just building that
relationship like you would a friend, building blocks in terms
of working together, working towards the same goal, being
patient, allowing employees to make mistakes and giving them
the effectively the keys to an account and trying things for
themselves because like I said, that's the only way they're
going to learn. But being a good manager, I
cannot emphasise that enough. I've had plenty of not great
(11:35):
managers and I always strive to be a good manager.
And that's really good. Now looking back as well back to
that issue, what would you say are signs that you missed?
If you if there was something that you'd paid attention more
to that would have helped to avoid this issue, what can you
give for listeners to avoid? Yeah.
(11:56):
So I, I think I was thinking about this and the only real
difference maybe is that there was some seasonality adjustments
or time of day bidding adjustments in this case that
were perhaps probably off that meant we weren't spending
through the day as much as we should have done.
And I know kind of these days wedon't perhaps rely on as much a
time of day bidding seasonality about too much things because
it's all a lot of it's very automated.
But in this case, there were certain nuances behind the
(12:18):
scenes and very much in the settings of a campaign that
probably should have had greaterkind of attention.
And what I would say, I guess isa solution to maybe thinking
about that in today's age is that I use a lot of tools now
that can help me spot 4 O fours,misspellings, ads that are
perhaps redirecting, loads of things like that.
There's tools out there. There's loads of great tools
(12:38):
that can scripts and paid for tools that can just help you
pick up on things without havingto.
Because I remember I've done this in Black Friday for a
client once as I clicked on every ad in every ad group in
every campaign just to make surethat the URLs are working.
And that was a great waste of anhour, but it was necessary to
make sure that we weren't wasting those clicks, right?
There's so many more tools, and I'm a big advocate of AI.
There's so many tools that allowus as PPC is to do that job
(13:01):
better and not miss the absolutefundamentals that crack an
account. So, yeah, I think if that that
really goes into one of the questions I had there, which is
like what is the process of mindset that you have now?
And the process is use the toolsthat you have available to you
to ensure that you're putting those cheques in place and those
cheques are being done well, correct?
(13:23):
Yeah, exactly that. Yeah, I guess the way I'd
probably say it's like hoping for the best but planning for
the worst, putting the cheques in place that just in case it
goes wrong, particularly around Black Friday, a sales period,
summer holidays, things are going to be changing like
rapidly. So to have that plan in place,
whether it's a campaign bill, that it's a new promo thing and
always have either automation ormaybe an assistant or someone
(13:44):
else to spot check you or just double check that work.
Because when you're spending 10sor hundreds of thousands of
pounds of clients money in this space, performance marketing,
right? It has to perform, it has to
make, it has to go to the website and it has to convert.
Yeah, it's always good to get a second opinion.
Absolutely. What advice would you give
someone that's going through this process right now?
Maybe they've not quite come to the other side of you guys have
(14:05):
found the solution and you and aclient that is finally
understanding they've just in a few hours of just making the
mistake. What's your advice to them?
Though I would say don't panic except that these things happen,
but follow up things as you would like.
A good humans example of this isao.com, one of our morals, and
I'm probably messing up the words a little bit here, but the
(14:28):
kind of the principle was do stuff that would make your grand
proud. Or if you were to talk to your
mom, at the end of the day, would the decisions that you've
made make her proud? And would she say those are the
right decisions? And if the answer's yes, then
you've made the right decision, even if it cost the business
money or even if it did this or that.
So always just go about your wayand things that you would think,
yeah, I'd be happy that was the right decision, even if it might
(14:49):
cost the business money, let's say.
I'd always say as well, ask for forgiveness and not permission.
So I always think that you should be going and trying new
things and not being accepted that you're going to just be
pigeonholed into a very nuanced thing.
So I'd always go out there and just try and be the best person
you can effectively and try new things just and just accept that
failure might be happening. It might be part of that.
And that's absolutely fine because many other people have.
(15:11):
Everyone, I would would have would argue has failed at some
point. Yeah, absolutely.
I and I love that for there's another very my favourite quote
of mine in terms of ask for forgiveness.
It's better to ask for forgiveness than for permission
because that's where that's all,where all the entrepreneurial
spirits come from. And companies want that.
People want someone who is willing to like test something
(15:34):
and try something that is different.
That could be really great. And the whole asking for
forgiveness is that a mistake could happen.
And, and I think companies, while they're willing to grow,
they're willing to be seen as innovative.
And if they're really pushing the bar for their clients are
the people who have employees that are willing to test things
without necessarily asking for permission first, because they
(15:56):
are really, they're just going out, they're having ideas, they
have things that they want to try and they try it out.
Yeah, absolutely. And that they've got their very
solution mindset focused. And I think that's the other
thing as well is that when you come to a potential F up, when
you come to your manager might not just want to see what's
happened, but actually what youropinion are, what your opinions
are in terms of the solutions. So I'd always say, rather than
(16:18):
just going to your manager with problems, come to them with at
least what you think is a solution and run it by them,
because again, that can go well in your favour.
Absolutely. And then you've been talking to
them about what you were trying to do, what you were trying to
actually achieve because of yourself.
This is what we wanted to do that I felt that I've seen this
other brand do it that's very similar to yours.
They had success with it. So I was trying to replicate
(16:40):
that success for you. And if you start the story that
way, they might be like bracing themselves for where it went
wrong. But it starts of right.
That is how you start the story.If you just go in with us.
Someone said this, so I did it, you know, without any good logic
with why you were trying to do it.
That's where it goes wrong. I think you've, you've, you've
(17:02):
given our listeners amazing tips, amazing takeaways.
Well, if people have been reallybusy with and multitasking while
listening beforehand, but at this point you want to give them
with one takeaway about this issue that you had and how you
went through it. What's one thing that you want
to people leave people with? Yeah, probably can't put it much
better than that, asking for forgiveness, not permission.
But if I was to elaborate that and it, it'd just be just just
(17:25):
do it, just try it, just go ahead and make it happen even if
you think it's wrong. It's not like we were saying it
has to be in the good intentions.
The reason I was doing it was because we'd not spent the daily
budget that was perhaps allocated to it and we wanted to
make sure we were maximising theclients traffic, maximising
their return on investment and it was all with good intent,
right. So if I was to apply that to
maybe other failures, it's just about making sure that whatever
(17:47):
that test is, that you're tryingto do it with the mindset of
maximising your own business revenue or your client's
business revenue, having a framework or something in place
that means, yes, I'm going to dothis and trying to make it
happen. Amazing.
That's a great take away if I ever heard one.
So yeah, let's as we're coming nearer to the end of this
fantastic episode, let's let's talk about our industry as a
(18:09):
whole. Do you think we talk our
failures in our industry? I don't.
And especially when you look at LinkedIn these days in the PPC
world, it's all about amazing tests.
It's case studies, it's ROAS going up, it's this, that and
the other. And what perhaps people don't
show is behind the scenes. There's ten other tests that
were of complete flop, but actually over the scale of 12
(18:29):
months, things are looking great, which obviously makes
sense. So no, people definitely don't
talk about it enough, but it definitely happens.
It's like the sort of the Instagram models of the world
where you see this perfect life behind the scenes.
There's arguments, there's loadsof other sort of messier stuff
that's in play that makes up a good overall account.
So failures, yeah, are definitely happening.
We just don't see enough of them.
(18:49):
And I think people don't talk about it enough either because
it's it's liberating in a way, talking about failure because
you help other people learn as well what challenges and that
you've come across what mistakesthey should not make.
And particularly for people coming into the PPC industry,
there are so many things that you could trip up over so
easily. One of the first things I've
tripped over, which I know so many people do to this day is
(19:10):
the location settings on Google where it's presence or
interesting. And if you haven't got it into
presence only then you could potentially be showing anywhere
in the world for that reason. So it's just little tricks like
that. I think people need to be aware
of them. People need to be sharing their
failures and more people will doa better job then.
Amazing. And another question that I some
of my other guests have gone, I know what are you asking here?
(19:33):
We'll give it a shot. Is there a Safeway to fail in
digital marketing cannot have touched on it.
Is it always risky or but or is there like a Safeway to do it?
Though it is risky because you're playing with real money,
whether that's a client's money or your business's money.
If I was to say, is there a Safeway, I'd probably be
thinking about how I might applythat maybe to if I set up my own
(19:57):
business and I just wanted to test a few pounds myself, Maybe
I could test that in my own, my own Google Ads account rather
than an ads account that's spending 200 grand a month.
So maybe think about a passion project or a mate's website or a
local charity or just someone that you know that you feel that
you get really good results for them, but maybe they're spending
not as much money and you just want to test a few things.
That's probably the safest way to fail, because wasting 100 lbs
(20:18):
is always. Less risky than wasting 100,000
lbs. So I'd always do it that way.
Naturally, the bigger the account, the faster you're going
to get results. But particularly if you're in
your early days and you're just looking to fail in a safe
environment, I would say try it.Try it on a kind of a smaller
account and always just get people to spot you or spot other
people. It's very much like
(20:38):
weightlifting. You've always got a the big
heavy task. It's always good to have someone
looking over to you. Make sure you're doing that
right. Amazing, that sounds great.
And one one question that as well that I didn't give you to
prep for. I hope that works out in both
our favours, but will definitelywork in the listeners favours.
AII feel like we always need to.We are not done with talking
(21:01):
about AI. And what I really love about the
fact that I'm going to be speaking to so many different
people on this podcast is now we're going to get so many
different views of it about it. And since we are talking about
vibes and mistakes, I imagine work working with clients with
can do and even possibly even like on air, you've seen some
(21:22):
that is not how you use AI guys.And what are you doing can like
what would you say is the biggest effort that you see when
like you've witnessed or maybe even you've experienced of
implementing AI? For me, it's about all the stuff
that is very customer facing that AI seems to be a do a great
job, but when you look at it, put something to check TPT or
(21:43):
spit it out. But actually when it's very
customer facing, it's very obvious that it's been written
by a robot. So I can tell pretty instantly
and I think a lot of people willas well.
If you could tell ad copy on Google ads being anything that's
been done by ChatGPT, you look at the dashes, for example, the
capitalisation, the way it says things is very kind of robot
(22:04):
esque. And I think the real opportunity
APC ads and advertising in general is to have a brand tone
of voice. I'm a huge fan of AI, but I
don't necessarily think it's great for just ad copy and
things that are customer focused.
You need to say those things in the way that you would coming
out of your mouth or your brand's mouth.
Where AI really has that superpower is the back end
(22:24):
stuff. So creating those bridges
audience research and definitelyinforming creative and copy, but
not necessarily just copying andpasting from ChatGPT or
complexity into Google Ads. That's definitely not the way to
go. And I've seen so many people do
that because they think it can save loads of time.
Actually in the long term it'll probably damage their brand,
it'll lower their CTRS and you can you'll be able to spot it a
(22:46):
mile off as well. Yeah.
So, yeah, the whole client facing stuff, the things that
your customers, the things like your customers are going to see,
Yeah, that's what you shouldn't be using AI for.
And I totally agree with that. You know what I've said in in
previous episodes is the fact that AI should be like your
junior PA. The source should be you.
The source shouldn't just be like random Internet and then
(23:06):
just, yeah, give me something that you think from the Internet
I should use on my website that never, I personally think that
never works. Chris, this has been such a
great chat. Thank you so much for being on
the podcast today. But before you leave us, I've
got a nice fun question for you.There's not quite PPC or AI
focus. If your PPC career were a movie,
(23:30):
what would the title be? Yeah, so this is a really good
question. And I think for me, it's always
for a lot of my clients now they're not spending millions
and millions a month on on ads and and for me, it's always that
David and guide situation a little bit.
So for me, if it's a career, PBC, if it was a movie about my
career right now, I'd probably say it's called like Outsmart,
(23:52):
not Outspend, because it's all about how to outsmart the
competition and not just spend more money than AI.
As you can imagine now is putting everyone in that kind of
level, evil level playing field,so to speak.
So there's got to be other ways around strategy and audience,
like loads of other things outside of just spending that
you can actually get that step ahead.
So that's all. What I'm focused on now is to
(24:12):
help my clients really beat the big boys without just trying to
spend more money than them. So yeah, outsmart.
Don't outspend, not outspend. Fantastic.
I love it. Thank you so much for that,
Chris. As I said earlier on, you're
very much active on the community, so where can you know
people want to learn more about paid search or maybe even want
to employ your services? Where will they be able to find
(24:34):
you? Yeah, yeah.
Thanks for having me. And the best place to probably
just to be search for Chris Nightingale or LinkedIn.
I'm sure we'll come up then and feel free to connect and would
love to share my content. Amazing.
Thank you so much for that, Chris.
Thanks for having me, Anna. Thank you so much, Chris, for
sharing that very honest story about Early in your career.
And yeah, remember, mistakes happen.
(24:55):
If you have someone who has never made a mistake, you're
probably not testing enough and you're probably not pushing the
boundaries hard enough. So don't be scared to try
something new. Don't be scared with all the new
updates that are coming out. You don't have to test
everything. Don't be panicked about testing
everything. But yeah, go out and make sure
that you're making your job interesting by testing new
(25:16):
things and that you are surrounded by good managers who
will lift you up and really helpyou out during those situations.
So, yeah, For more information, more about all that we've talked
about and the full transcript ofthis episode, please go to
podcast dot PPC dot live. Of course.
Now going on to a little bit of an update about PPC Live as a
(25:38):
whole. Our next event is June 26th and
that's happening in Leeds, UK for those who are of that way.
So yeah, I would love to have you there.
Tickets are live on PPC dot live.
Just go and check that out. We're still on early bird ticket
sales right now, so please do check that out for anyone who's
up there. We'd love to have you.
(25:58):
Before I leave, I'm delighted tosay that I'm allowing time by
time to be booked for some coaching calls with people.
So just go to themarketingannual.com.
Give me as much information as needed before the calls.
I'm well prepared to help you tohelp reignite your passion for
doing Aid Search. I hope you have enjoyed the show
(26:19):
and I look forward to bringing more CF us from our C experts
next week. Bye now.
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